Ennismore expands its SO/ brand with new signing Budapest

Ennismore, the fastest-growing lifestyle and leisure hospitality company, announces the signing of SO/ Budapest, the brand’s first destination in Hungary.

SO/ Budapest will open in 2026, following extensive refurbishment of both the exterior and interior of the building.

SO/ Budapest will feature 350 rooms, including 56 suites and two presidential suites, which will take travelling in style to a new level.

Inspired by the world of fashion and luxury concept stores, guestrooms at SO/ are centred around the art of ‘getting dressed’; guests can expect fashion-forward amenities, including back-lit vanities, open-style wardrobes, and an array of dressing room mirrors and reflective surfaces to capture all angles.

Creating a stylish backdrop, SO/ Budapest will have four food and drink destinations, including a ground-floor restaurant with a terrace and café by Carte Blanched, Ennismore’s in-house F&B concept studio; a lobby café on the first floor and a rooftop restaurant and club.

In addition, SO/ Budapest will have over 740sqm of meeting & events spaces and 855sqm of spa facilities with a swimming pool and fitness/wellness space.

Located on the city’s Pest Bank, SO/ Budapest, which is repositioning the Sofitel Budapest Chain Bridge hotel into the lifestyle segment, is in the heart of the historic city centre and offers breathtaking views of the Danube and the Chain Bridge.

From architectural feats like the neo-Gothic Hungarian National Parliament to Pest’s ruin bars – former dilapidated buildings turned hip enclaves serving up chic cocktails – SO/ Budapest lies at the intersection of fashion, design and culture in the city.

Chadi Farhat, Brand COO of SO/ at Ennismore, said, “We are thrilled to bring SO/’s avant-garde design and creative approach to Hungary for the first time. SO/ exudes an ultra-chic social vibe that fits Budapest and merges culture through its wealth of UNESCO World Heritage sites with elegant modernity. Making a stylish statement, SO/ Budapest will undoubtedly become a destination for locals and travellers alike.”

SO/ made its stylish debut on the global hotel scene in 2011 and continues to command attention with its avant-garde design to the world of luxury.

Renowned for its signature fashion collaborations, SO/ has worked with some of the world’s most celebrated designers, including Guillaume Henry, Christian Lacroix and Viktor&Rolf, to create spaces, uniforms, amenities and experiences that feel sartorial and polished.

SO/ hotels are located in some of the world’s most vibrant and sociable destinations, including Berlin, Bangkok, Paris, Dubai and most recently, the Maldives.

Exciting expansion plans will see the brand continue to spread its bold footprint globally, including Jeddah, Saudi Arabia, in 2025.

In addition to SO/ Budapest, Ennismore has a growing pipeline of hotels opening in Hungary over the next few years, with hotels from 25hours, JO&JOE, and Mama Shelter opening in the capital.

Globally, Ennismore is set to open over 15 hotels and over 50 restaurants and bars in 2024, including The Hoxton Vienna, Austria; Hyde London City, UK; 25hours The Odd Bird, Jakarta, Indonesia; SLS Barcelona, Spain; Mama Shelter Nice, France; Rixos Tersane Istanbul, Türkiye, and Rixos Obhu.